Cadbury Favourites

Cadbury Favourites

A crowd favourite all year long

What I appreciate the most from working with Brand Society is their thorough understanding of the FMCG industry & the commercial context within which packaging design plays. Sometimes the most subtle changes are the hardest of briefs. But thanks to transparency and trust in our relationship & their insight into the relationship between design and strategy, I am very proud of the Favourites brand redesign that we have launched. The redesign has kept the brand fresh, recognisable and modernised, without losing our market-based assets.

— Marianne Poh - Brand Manager, Cadbury Favourites

Everyone knows that Favourites are “what to bring when you’re told not to bring a thing”, but consumers were only purchasing the brand when seeing it on promotion or during the Christmas festive season. Favourites needed to find a way to increase sales for both everyday and gifting occasions. It needed to be recognised as the most joyful thing to bring to any and every social occasion.

In order to get people to add Favourites to their party shopping list (chips, dips, drinks and Favourites), a refreshed and modernized visual identity needed to be created.

We addressed the legibility of the Favourites brandmark and increased overall brand impact by simplifying the hierachy and 3D modelling of new, unique brand icons. The gold box and ribbon create a brand lockup that solidifies the everyday gifting idea at the core of the Favourites offer. We included colourful bursts that signify the fun and joy emanating from a Favourites box. It is now a real crowd pleaser.